FROM THE VAULT: 45 Years today (8 August 1980)

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FROM THE VAULT: 45 Years today (8 August 1980)

From creative director John Ilian’s ‘Vault series’: On August 8th 1980 Perth’s first commercial FM station 96fm was launched. The station was constructed in just over three weeks and had to use 6PR resources to broadcast its first on-air transmission because its own production studio was not ready.

 

Over the next few decades, 96fm became the Perth’s top rating commercial radio station (and nationally pro rata to population). Its launch was the most successful in FM radio station history in Australia with a massive 12.9% share in its first survey. The station’s overall share grew to over 30%. 96fm dominated the Perth market for 12 years.

It did this through innovative programming – commercial-free hours, [later, whole days], playing album tracks, four-plays, ‘No Repeat’ workdays, and never any ‘bubblegum’ singles. Sometimes, whole album sides were aired.

96fm devised innovative promotions, and insisted on employing music-aware and knowledgeable jocks. On-air talk was limited, and its news, succinct but thorough.

Gone was existing AM radio formula comprising “the tenth caller from Balga would win a box of free teabags.” The very first promo run on 96fm entitled the winner to an album a month, for life. Other competition winners won trips to see bands perform live from locations such as London, New York, Chicago and elsewhere. Listeners could win $40,000 cash with Rockwords, walk away with the station’s entire music library, as well as the top 96 albums of all time, or even a brand new home. The station also created the ’96fm Gold Pass’ – which entitled listeners to a discount on identified advertiser merchandise.

Stereocasts were devised (synchronised sound tracks to TV broadcasts). The station developed the Australia Day ‘Skyshows’ (later, ‘Skyworks’) and created FMTV with Channel Seven. 96fm was also the first station in Australia to broadcast directly from CDs (Dire Straits was the first band).

John Hood (Australia’s answer to the BBC’s famous John Peel) knew more about bands, musicians and recordings than just about anyone. Live interviews with visitors to the station included Paul McCartney, Bob Geldof and Elton John amongst others.

The station promoted local bands, and live music concerts. It also refused to broadcast ‘yell and sell’ commercials. Its distinctive logo appeared on clothing, cars, homes and businesses throughout Perth – even on a t-shirt wearer at the top of the Eiffel Tower.

Perhaps more than anything else, much of the station’s success may be attributed to the fact that 96fm was Perth’s local fm rock station. It wasn’t streamed or synchronised to a national network. It wasn’t programmed or managed from the east coast. It met the local and unique needs of its Perth’s audience.

Credit and acknowledgement for the station’s success must be given to George Chapman, Gary Roberts, Des Shaw, Brad McNally, Brian Leiscke and Jack Tedrick as well as on-air personnel including Gordon O’Byrne, Bob Stuart, Phil Lear, Tony Hartney, Peter Buzzard, Sue Moses, Bill Ali, David Kidd, Phil Lenz, John Hood and later, Fred Botica and Lisa Shaw amongst many others over the years.

So what of 96fm today? Against the arrival of a multitude of digital platforms, streaming services, instant access to music sources internationally, and now national ownership – where does 96fm go from here?

Pix. 1. The ad that launched 96fm. 2. Selection of ads that mainly reflect 96fm promotions.

FROM THE VAULT: 45 Years today (8 August 1980)